There are these three interesting ads that TS has released in South India. All centering around the “Tata Sky makes Cricket Jingalala” proposition.
All these ads have another common element, the TS south brand ambassador, the erstwhile likable-girl-next-door – now a-superstar-in-the-making, yes you’ve guessed it right, Asin.
The ads are shot with three different contexts, “Iron”, “Doorbell” and “Telephone”. These contexts basically work on impressing upon the audience the fact that watching cricket on Tata Sky is such a magnetic experience (because of TS’s life like picture quality), that when we’re at it, some of the other general stimuli of day to day life fail to elicit response from us. For e.g. As highlighted in these ads, a contemporary south Indian couple (played by Asin & her costar), who is glued to cricket on their Tata Sky so much that a “burning Iron” or a “continuous door bell” and “a constantly ringing telephone” fail to get their response!
The strength of the attachment to Cricket on Tatasky is beautifully reflected through the “conscious negligence” of day to day events which generally get attended to rather quickly (you pick up the phone when it rings, you jump out to look at the “Iron” when you smell it burning or you are fairly prompt in opening the door when the bell rings), But the magnetism of cricket on TS is so strong, the life like picture clarity engrosses the viewers so much, that they quite surprisingly become immune to other day to day, significant stimuli around them.
These ads are short, effective and spot on with the messaging (that cricket is best watched only on Tata Sky's because of its life like picture clarity). Quite nicely filmed too. Asin as usual is very real life in her portrayal of the character and overall ads deliver the message quite effectively.
Take a look at the "Iron" ad below.
The other 2 ads could be seen on the links below:
http://www.youtube.com/watch?v=PZ-KWlTweg8
http://www.youtube.com/watch?v=JDJC57y57Ks
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